As part of NIVEA FOR MEN’s sponsorship as official male grooming supplier to the England football team, we developed and launched the ‘Preparation is Everything’ campaign.

The creative concept focuses on the preparation that goes on before a game, with products photographed inside the changing room. This positioned the brand as an essential part of any footballer’s kit.

The campaign launched in May leading up to South Africa 2010 with press ads in national press, football magazines and men’s magazines. Digital outdoor posters were displayed nationwide, with key sites at Piccadilly Circus and Canary Wharf.